The following is Part II of a multi-post series on writing autoresponders that get results. Part I told the story of Kate and James. We continue our story here.
When we last left Kate, she was anxiously awaiting a phone call from James.
Impressed by his savoir-faire, consideration and undeniable good looks, she has been unable to focus on anything other than the fact that he promised to call her and ask her out for dinner. Will she let the call go to voice mail? Will she pick up? And will she go out with him or not?
All these ideas are bouncing through her mind as she sits in yet another business meeting, futilely trying to pay attention to the task at hand.
But, as we said in Part I, if this relationship is going to move any further, James has to call!
This is a critical time for Kate and James. They don’t know each other, but there is an obvious connection. It’s the beginning… and such, it’s a fragile, tentative time when the slightest thing could either strengthen their relationship or bring it to a screeching halt.
Equally, when a new prospect comes to your website and opts-in for your free offer (or buys something!) this is the fragile beginning of your relationship with them. They’ve already expressed their interest by opting in or making a purchase, but they still aren’t quite sure if you’re the one. Are you really the person who can help them with their problem? Are you someone they can work with? Do they like you? Are you the perfect match for what they need right now?
They’re still not sure about you. So, what you do next is critical. You can either move this relationship along or lose your prospective client to some other fish in the massive Internet sea. This is why your autoresponders are so important; they have the power to build rapport and trust with your new client so their initial interest turns into a strong feeling of connection, respect and appreciation.
So, here are some general guidelines for creating autoresponders that turn mildly interested prospects into die-hard fans. Oh, and by the way, most of these guidelines can be used for writing any kind of email to your clients.
1. Be Interested
Your autoresponders should express a sincere interest in your client. Be sure you’re offering to be of service to them and not prattling on and on about you, your business and what you’ve got to offer. Ask questions. Invite them to tell you more about themselves, their needs, their dreams and goals.
Have you ever been on a first date where the other person did nothing but talk endlessly about himself? Were you impressed? No. You were bored stiff, disappointed and mad that you were missing your favorite TV show in order to be with this jerk.
Don’t be that jerk. Make your autoresponders all about your client, not you.
2. Be helpful
How can you help your prospective client get the most out of your free offer or product? Can you offer them additional information or a level of customer service that will give them even more value from what they received?
Your autoresponders should be yet another way to be of service to your client. They should assist, guide and support them.
3. Be Conversational
This is true for all your emails. When you write your autoresponders, but sure to write the way you speak. Don’t try to impress anyone with your fancy or formal writing skills. Write the words you would use if you were simply chatting with someone … except without the “ums” and “you knows” and “likes.” Those, you can edit out.
You want your client to feel as if you are talking to them directly in a natural, casual, yet respectful way. As direct marketing genius Sandi Krakowski says, “Be friendly, but not familiar.”
4. Be YOU!
I recently received an autoresponder that I was sure must have been written by a machine. All the right words and information were there, but there wasn’t a pinprick of personality or energy in those words.
Be a person, a real person, in your autoresponders. Not a company or a brand or an organization (or a machine!), or some made-up version of yourself, but YOU! Let who you are shine through!
5. Be brief
Autoresponders should be short and to the point while still offering value, support and opportunity. Don’t try to cram a lot into one email; instead, focus on one point or message per email.
6. Be clear
Each autoresponder should have a clear message or mission that is easily understood by your client. Don’t just send something to send something. Make sure your autoresponder has a clear purpose.
Offer to help your client with something specific. Point out that great tip on page 16 of the eBook they just downloaded from you. Invite them to take advantage of the group you started on Facebook.
Whatever the purpose of your autoresponeder, it should be exquisitely clear.
7. Be Generous
One of the coolest ways to use autoresponders is to surprise people with unexpected gifts. Use your autoresponders to give more value to your client, whether that value is a great piece of information, a tip, a strategy, or one of your digital products.
Pile on the value, and you’ll build trust and appreciation on the part of your client.
8. Invite Interaction
Every relationship is a two-way street, so be sure to invite your client to be an active participant in this relationship! Tell them how they can get their questions answered or their input heard. Can they email you? Can they post questions on your Facebook Wall or blog?
Invite them to be a part of your community, but do so in the spirit of offering them something helpful. Don’t say, “Oh, come like my Facebook Page” unless you can give them reasons why doing so would be hugely beneficial to them. What will they get if they like your Facebook Page or follow you on Twitter?
9. Be reassuring… and encouraging
A lot of people will opt-in for your free offer or even buy your product and then leave it in their download folder without even taking a look. Sure, some people will devour your offer right away, especially if it solves an immediate problem or is simply too fun to ignore. But most people are bombarded with free offers and downloadable products these days, so sometimes you need to reassure them that even though they may not have started to read your eBook or listen to your CD, you still care about them. You still want to help them get what they are looking for.
Autoresponders allow you to give your client a little nudge of encouragement to actually use what they’ve received from you. Nudge them gently by tempting them. Tell them how that secret on page 12 is going to change their experience, make them money, flatten their tummy… you get the idea. Again, be sincere… not salesy. Tempt them by serving them.
10. Give Them Something To Do
Your client wants to know what to do next. So, tell him. Every autoresponder should have a call to action, even if that call is to read and comment on a blog post that directly addresses their challenge, or to find you on Facebook so they can ask you questions. Or to consider a certain product or service you offer that will allow them to get more of what they want and need.
Again, your call to action should be an action that is valuable, useful, or desirable to your client. If you ask them to help you spread the word by sharing something you have on your blog or website, that can come off as incredibly self-serving… unless you are clear about how this request offers them the opportunity to be of service to others.
So, there you go! Ten guidelines to use when writing your autoresponders. If you already have autoresponders set up for you free offer or any of your products or services, take a look at them. You may want to tweak them a bit.
If you have any other questions about autoresponders, or your email marketing in general, please let me know by leaving a comment here. I’ll be sure to get back to you!
And stay tuned for Part III: What To Send When: Your Autoresponder Series